The article explores how the three main aspects of humanistic management are realized in organizations through managerial communication. Humanistic management is defined by the following aspects: firstly, placing the human being at the centre of management processes, secondly, building upon humanistic heritage and culture, and thirdly, adopting the perspective of human experience in practice and reflection. This article presents an ethnographic study carried out among contemporary Polish managers, possessing different kinds of education, experience and skills, and being in chargé of organizations of different types. The collected material shows how they are all actively using the aforementioned aspects in their work by the means of communication. For this purpose they adopt a number of key metaphors, which allows them to motivate and inspire coworkers, as well as symbolically position themselves in the centre of a humanistically oriented communicative network.